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可比較性對促銷減少與知覺漲價的影響 = The Comparable E...

國立高雄大學亞太工商管理學系碩士班

可比較性對促銷減少與知覺漲價的影響 = The Comparable Effect on Perceived Promotion Reduce and Price Raising

紀錄類型:	書目-語言資料,印刷品 : 單行本
並列題名:	The Comparable Effect on Perceived Promotion Reduce and Price Raising
作者:	詹勇恩,
其他團體作者:	國立高雄大學
出版地:	[高雄市]
出版者:	撰者;
出版年:	2011[民100]
面頁冊數:	108面圖，表 : 30公分;
標題:	心理會計
標題:	mental accounting
電子資源:	http://handle.ncl.edu.tw/11296/ndltd/65348629371333030473
附註:	參考書目：面49-52
附註:	103年12月16日公開
摘要註:	基於過去心理會計的研究，本研究主張：漲價(或促銷減少)的形式可能影響消費者對於漲價在心理帳戶的歸類，特別是，當漲價(或促銷減少)被認為與既有產品是相同的帳戶(相對於不同的帳戶)，消費者更可能知覺到漲價(或促銷減少)，進一步影響到消費者的再購買意願。本研究透過三個實驗來驗證假說：第一個實驗證實了當促銷減少時，相同類型(相對於不同類型)的促銷呈現更容易被消費者知覺價格上漲，並進一步降低購買意願；第二個實驗中更進一步證實了即使是相同類型促銷，但當促銷減少時，用不同框架來呈現的話，也有著與實驗一相同的結果，如此排除了相對的解釋，也就是實驗一的結果是因為受到促銷類型不同或消費者對贈品的偏好不同所致；第三個實驗以價格呈現的形式促發消費者專注的焦點，結果顯示，當價格上漲時，不同形式的價格呈現有助於降低消費者的漲價知覺及增加再購意願。本研究結果，不僅在學術上補足了過去有關「價格上漲」研究中的缺口之外，也對於實務上的運作有所貢獻。作者也發現，僅僅透過呈現形式的促發，讓消費者在漲價 (或促銷減少) 後聚焦於不同的形式(也就是形成不可比較的漲價)，即可降低消費者的知覺漲價，並進一步增加再購意願。 Mental accounting, based on past research, this current study claims that the form of price raising (or sales decreasing) may determine consumers’ classification of price raising in mental aspect. Especially, while price raising (or sales decreasing) has been seen as equivalent account as the existing products which compared with different account, the consumers will be more likely to perceive the price raising (or sales decreasing). It will further influence the consumers’ intention to repurchase. The current research examined hypothesis through three studies. First study, we examined the same types (compare with different types) of the promotion presented which are much easier to perceive by consumers, and further reduced their purchase intention. The second study further proved that even though the same promotion types, but presented in different frame while promotion activity is decreased, and the result would still be the same as study 1. It eliminated the alternative explanation. That is, the result in study 1 is due to the different promotion types or consumers’ preference to the free gifts. The third study use the form of price presented to assist consumers’ focus on the targets. The result shows that different types of price presented facilitate to reduce the consumers’ perception of price raising and increase in repurchase intension when the price raising. The results of the study not only fill the gap of previous “price raising” researches, but also have contributions to the practical operation. The author also found that assist through the presented form only could make consumers focus on different types (i.e., the formation of incomparable price raising) after price raising (or discount reducing). It will decrease the consumers’ perception of price raising but further increase the repurchase intension.

可比較性對促銷減少與知覺漲價的影響 = The Comparable Effect on Perceived Promotion Reduce and Price Raising
詹, 勇恩

可比較性對促銷減少與知覺漲價的影響 = The Comparable Effect on Perceived Promotion Reduce and Price Raising / 詹勇恩撰 - [高雄市] : 撰者, 2011[民100]. - 108面 ; 圖，表 ; 30公分.
參考書目：面49-52103年12月16日公開.
心理會計mental accounting

可比較性對促銷減少與知覺漲價的影響 = The Comparable Effect on Perceived Promotion Reduce and Price Raising
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